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Companies are the new media
November 13, 2013

Mauro Lupi
Partner, OpenKnowledge - mauro.lupi@open-knowledge.it

www.mauro...
Many channels
Many authorities
Many devices

pro-publisher
people like me
brand I trust

Many formats
New filters

search ...
Content Marketing

isn’t new
1895

2008
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013

3
Content
Marketing
is here to stay
2013 Altimeter Group

“The Top New Marketing Job
Title Recruited and Hired
will be Direc...
WOM

Earned
visibility

forPeople
Credibility

WHY
Content Marketing?

Attention

Trust

Reputation

Efficiency
Capitalize...
Content FISRT

Colleagues
Stories

THEN Channels

Customer
touchpoints

Platforms will
change, but
content will
always rem...
Content Marketing starts from Customer Journey

INFORMATION
GATHERING

SHOPPING

EVALUATION

PURCHASE

PROMOTION
USE

Maur...
Content Marketing Framework

Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013

8
Virgin’s Content Strategy

Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013

9
the right content
Think of you goals:
first attract, interest, engage
an THEN sell
Use publishers verbs: inform, interest,...
the right content
Find people needs.
Listen online conversations
then ask prospect, clients, partners
Mauro Lupi @ SuperSu...
the right content
Think about your company:
what are its real values and assets?

what really is it? what is its soul?
Def...
how to
Find stories in your company
(sometimes you're sitting on a treasure)

Mauro Lupi @ SuperSummit: Companies are the ...
how to
Define a Content Strategy,
the KPIs, a content taxonomy,
a workflow, the analytics,
and then the technology
Mauro L...
Allocate sufficient resources

how to

Not just storytelling bus storydoing
(where no traditional media could compete)

Bu...
Chart on: http://goo.gl/4mC226

Mauro Lupi
Partner, OpenKnowledge - mauro.lupi@open-knowledge.it

www.maurolupi.com

OPENK...
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Companies are the new media

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Mauro Lupi @ SuperSummit, November 13, 2013

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Companies are the new media

  1. 1. Companies are the new media November 13, 2013 Mauro Lupi Partner, OpenKnowledge - mauro.lupi@open-knowledge.it www.maurolupi.com OPENKNOWLEDGE SRL www.open-knowledge.it +39 02.5810.7211
  2. 2. Many channels Many authorities Many devices pro-publisher people like me brand I trust Many formats New filters search engines social media Attention is the real money People continue to dedicate less time to multiple sources Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 2
  3. 3. Content Marketing isn’t new 1895 2008 Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 3
  4. 4. Content Marketing is here to stay 2013 Altimeter Group “The Top New Marketing Job Title Recruited and Hired will be Director of Content” Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 4
  5. 5. WOM Earned visibility forPeople Credibility WHY Content Marketing? Attention Trust Reputation Efficiency Capitalize all content production Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 5
  6. 6. Content FISRT Colleagues Stories THEN Channels Customer touchpoints Platforms will change, but content will always remain Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 6
  7. 7. Content Marketing starts from Customer Journey INFORMATION GATHERING SHOPPING EVALUATION PURCHASE PROMOTION USE Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 7
  8. 8. Content Marketing Framework Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 8
  9. 9. Virgin’s Content Strategy Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 9
  10. 10. the right content Think of you goals: first attract, interest, engage an THEN sell Use publishers verbs: inform, interest, entertain, excite Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 10
  11. 11. the right content Find people needs. Listen online conversations then ask prospect, clients, partners Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 11
  12. 12. the right content Think about your company: what are its real values and assets? what really is it? what is its soul? Define a narrative framework before any single line of copy Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 12
  13. 13. how to Find stories in your company (sometimes you're sitting on a treasure) Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 13
  14. 14. how to Define a Content Strategy, the KPIs, a content taxonomy, a workflow, the analytics, and then the technology Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 14
  15. 15. Allocate sufficient resources how to Not just storytelling bus storydoing (where no traditional media could compete) Build an editorial calendar Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 15
  16. 16. Chart on: http://goo.gl/4mC226 Mauro Lupi Partner, OpenKnowledge - mauro.lupi@open-knowledge.it www.maurolupi.com OPENKNOWLEDGE SRL www.open-knowledge.it +39 02.5810.7211

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